Elanders is talking to new prospects about expanding a project with Agfa backed start up Penny Black. And Penny Black itself raised a further £1.5 million from Agfa Labs and VC investor NinePointFive who had combined to provide £1.3 million late last year.
The young business manages the creation of personalised print inserts for ecommerce packs at the point of packing. Feedback from the first pilot projects shows that the concept works and that sales have been increased. It has tested the concept and the technology with toothbrush retailer Suri, Warners Distillery and Zooki, a health supplements provider.
The third-party logistics provider (3PL) adds a letter or leaflet or voucher for redemption against the next order from a desktop machine alongside the packaging station.
This delivers a quality image on good quality paper says Elanders. Its line up of HP Indigos is too remote from this process to be useful. “We have more customers interested, and we are talking to a lot of new people,” says a spokesman for Elanders.
Penny Black has also worked with other 3PL businesses: Radial, Schroeders and i-Fulfilment.
All are supplied with a simple to operate printer with a connection to Penny Black’s software which delivers the personalised promotional content along with address and invoice details.
Penny Black CEO Douglas Franklin says: “Our software seamlessly connects ecommerce stores, marketing tools, warehouse management systems and fulfilment centres, making sure brands can bring in customer data and create hyper personalised experiences and printed material that delights customers the moment they open purchases.”
The delight for brands comes from the uplift in sales that is delivered, a 30% growth in referrals for Suri: a six-fold increase loyal customers for tea retailer Bird & Blend Tea Club. Now Elanders is ready to take on further brands wanting to use the technology.
“Penny Black has solved the problem of creating a personalised unpacking experience for consumers in the world of ecommerce. The technology allows us to produce highly personalised campaigns, printed on demand in our distribution centres, with engaging communications that elevate the consumer experience. This adds value to the service we provide to brands and delivers a solution that few other 3PLs can rival,” says Kevin Rogers, managing director of Elanders UK.
“Interest is growing very fast,” says a spokesperson for Elanders. Currently the technology is limited to its Newcastle warehouse, but ecommerce fulfilment is key part of the company’s pan European strategy.
